Thinkmodo Builds A “Real” Underwater Nightclub To Promote TechnoMarine Watches

The Thinkmodo team has been involved in creating a number of well-executed virals over recent times, and the team's latest is the world's first underwater nightclub. It was launched earlier this week.

Created as a viral for TechnoMarine Underwater watches, the whole thing was filmed at a military training facility with navy divers and the set was built 14 feet (4 m) underwater.

The breathing helmets used in the commercial/viral are fully functioning units from Sea Trek, and they are the real enabler for the entire thing - the Sea Trek helmet system is commercially available, so perhaps an underwater nightclub is not all that implausible.

Sub Sea Systems' goal in developing Sea Trek was to create a product that would allow practically anyone to comfortably explore beneath the sea, regardless of swimming skill or physical ability.

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"I decided I would become a tourist in my own city- I wanted to see the London that I ignored, to explore the landmarks and the quirky history. I started researching for interesting facts and began thinking about how I could photograph the sites in an original way.

My first idea was using a cut-out to transform Big Ben into a wristwatch. Whilst I was there, a girl and her father took an interest in what I was doing and I showed them the photo on my camera screen. They were full of enthusiasm for the idea, and it spurred me on to do more. I then took photos of St Pauls, the London Eye and Trafalgar Square and whilst I was doing this, I would post them on my Instagram alongside a quirky fact I’d picked up about the landmark. Then one day Lonely Planet contacted me on Instagram, they liked what I did and wondered if I wanted to create some photos for them. Of course I said yes, and it led me to Stockholm, Amsterdam, Copenhagen and Paris- I crammed in so much in the few days I was in each city, running around with a camera, handful of cut-outs and a head full of random facts to accompany each photo." –Rich McCor